DG’s John Douglas On The Merging Of TV & Online Advertising

SAN FRANCISCO — Television content is no longer just for TV-viewing, and as more and more consumers view content on smart TVs, tablets and other connected devices, digital advertising is spilling over into the broadcast market. John Douglas, Ads Service Manager at DG, spoke with us about this trend at the Smart TV and Multi-screen Advertising Summit in San Francisco.

DG is the largest distributor of broadcast content in North America, and the largest independent ad server for online content. Douglas explains, "We’re looking to create better work flows and efficiencies for agencies that are looking to manage their campaigns across channel—TV, online, display, rich media, in-stream," etc.

In the video interview, Douglas reveals that as agencies are beginning to branch out into television and digital, the two mediums are beginning not only to work together, but to merge. "If you look at a lot of the agencies, they’re starting to have certain groups tackle both broadcast and online, and I think that trend is just going to continue upstream. Right now it’s mainly happening in the traffic space, but it’s also happening in the buying of broadcast media—when you buy broadcast media you’re also receiving online media impressions and so forth. So I think they’ll be more of a merging of the activities, rather than the teams working closer together."

Douglas also talks about the difference between objectives, when it comes to TV advertising versus online advertising. "If you look at TV it’s primarily around brand awareness," he says. Online it’s more about call to action and driving sales.

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